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Socially Responsible Marketing Against the Background of Military Conflicts: Ukrainian Context
Havdan Y. R., Mangushev D. V., Tymohova H. B.

Havdan, Yelyzaveta R., Mangushev, Dmytro V., and Tymohova, Halyna B. (2025) “Socially Responsible Marketing Against the Background of Military Conflicts: Ukrainian Context.” Business Inform 1:479–485.
https://doi.org/10.32983/2222-4459-2025-1-479-485

Section: Management and Marketing

Article is written in Ukrainian
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UDC 339.138

Abstract:
Socially responsible marketing is a marketing conception aimed at achieving the economic, social, and environmental goals of an enterprise to ensure the well-being of society as a whole. Socially responsible marketing helps to form a positive perception of the company’s brand by presenting its values based on the social purpose it chooses. This decision informs customers about the fundamental beliefs and ethics of the company. It indicates the company’s priorities, which can work alongside its business model to position the brand. Investors often prefer to support companies that engage in socially responsible initiatives. This makes the business more attractive for investment and lending. Socially responsible marketing should be integrated into all elements of the marketing mix. In the context of martial law, socially responsible marketing is transforming, with its priorities shifting towards providing assistance to the population and organizing partnership activities, which in the long term contributes to the formation of a sustainable positive image of the company as socially responsible. The conditions of martial law may require enterprises to adapt their products and services to new realities. For instance, the creation of products that meet urgent needs and help in overcoming the consequences of military conflict. The pet supplies market in Ukraine, despite the political and economic situation, is relatively quickly recovering and has growth potential, although it is highly competitive. New social trends towards the humanization of pets and adoption encourage the search for new marketing approaches, particularly the application of elements of socially responsible marketing. Social marketing initiatives by market leaders in the pet supplies market are focused on fundraising through the sale of special products and the allocation of these funds to specific initiatives of animal welfare organizations. Additionally, they provide their own goods and services for the needs of animals requiring evacuation, rehabilitation, and so forth. For instance, the chain of pet stores «MasterZoo» has concentrated its socially responsible marketing efforts on assisting domestic animals in the context of martial law.

Keywords: socially responsible marketing, marketing complex, pet supplies market, martial law.

Fig.: 2. Tabl.: 2. Bibl.: 8.

Havdan Yelyzaveta R. – Student, V. N. Karazin Kharkiv National University (4 Svobody Square, Kharkіv, 61022, Ukraine)
Email: [email protected]
Mangushev Dmytro V. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Marketing, Management and Entrepreneurship, V. N. Karazin Kharkiv National University (4 Svobody Square, Kharkіv, 61022, Ukraine)
Email: [email protected]
Tymohova Halyna B. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Marketing, Management and Entrepreneurship, V. N. Karazin Kharkiv National University (4 Svobody Square, Kharkіv, 61022, Ukraine)
Email: [email protected]

List of references in article

“MasterZoo i UAnimals za pidtrymky Visa initsiiuvaly zbir koshtiv na likuvannia ta kharchuvannia postrazhdalykh vid viiny tvaryn“ [MasterZoo and UAnimals, with the Support of Visa, Initiated a Fundraising Campaign for the Treatment and Nutrition of War-affected Animals]. Minfin. https://minfin.com.ua/ua/2022/08/18/90719652/
“Pet Food - Ukraine“. https://www.statista.com/outlook/cmo/food/pet-food/ukraine
“TGM Global Pet Care Report 2024“. https://tgmresearch.com/pet-care-2024-insights-in-ukraine.html
Zaitseva, O. I., and Zhosan, H. V. “Vprovadzhennia sotsialno-etychnoho marketynhu v systemu adaptyvnoho upravlinnia pidpryiemstvamy v umovakh usvidomlennia spozhyvannia“ [Introduction of Socio-ethical Marketing Into the Adaptive Management System of Enterprises in the Context of Consumer Awareness]. Naukovyi visnyk Uzhhorodskoho universytetu. Seriia : Ekonomika, no. 1 (2018): 74-78.
Kyrychenko, N. V., and Alieshchenko, L. O. “Upravlinnia sotsialno-etychnym marketynhom v umovakh voiennoho ta povoiennoho periodiv“ [Managing Social and Ethical Marketing in war and Post-war Periods]. Investytsii: praktyka ta dosvid, no. 3 (2024): 86-91.
Ofitsiinyi sait hrupy kompanii Suziria Group. https://suziria-group.com/
Ofitsiinyi sait merezhi mahazyniv MasterZoo. https://masterzoo.ua/ua/
Pimenova, O. V., and Siryk, T. O. “Otsinka sotsialno-vidpovidalnoho marketynhu yak chynnyka pidvyshchennia efektyvnosti diialnosti pidpryiemstv v umovakh stanovlennia sotsialnoi ekonomiky“ [Assessment of Socially Responsible Marketing as a Factor in Increasing the Efficiency of Enterprises in the Context of the Emergence of a Social Economy]. Naukovyi visnyk Mizhnarodnoho humanitarnoho universytetu, no. 41 (2020): 68-78.

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